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Better Looking, Better Toned, Stronger Uptodate Spoke with Michael Teppner, Global VP Marketing & Communication

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Better Looking, Better Toned, Stronger Uptodate Spoke with Michael Teppner, Global VP Marketing & Communication January 2017 UPTODATE The Newsletter for GELITA Customers #39 Product innovations Better looking, better toned, stronger More on page 8 Editorial Dear reader, All statistics show that the average age of the world population is increasing. In 2050, the number of people who are 60 or older will reach two billion. By comparison: the number in 2005 was 667 million. Such numbers are important for long-term planning, but for GELITA, merely being aware of them is not enough. We deal with customer and consumer trends throughout the world and continuously conduct surveys and focus group inter- views. We consider it as part of our service to share these findings with our customers, as Michael Teppner, Global VP Marketing & Communication stresses in an interview. Most people want to be fit and attractive even in old age. Recent studies show the contribution our bioactive collagen peptides FORTIBONE® and VERISOL® can make to assuring a better and more enjoyable life. FORTIBONE® has been proven to strengthen the bones, and can help to counteract the effects of the degenerative disease osteoporosis. And VERISOL® not only improves the elasticity of the skin, but also promotes beautiful nails. Other good news for consumers – and therefore for our customers: The new SMART TECHNOLOGY (ST) collagen peptides from GELITA allow the production of many new and innovative products, such as fruit gummies with a protein content of up to 35 %. In addition, the ST range also improves the production processes. With this in mind, we wish you a successful start to the new year! Stephan Ruhm, Marketing & Communication GELITA AG Product innovations Better looking, better toned, stronger uptodate spoke with Michael Teppner, Global VP Marketing & Communication Interview Innovations “We concern our- [3] Smart selves extensively with development [6] [8] new developments.” GELITA “global perspective” NEWS Animal lovers around Prize winners the world [15] [12] in Cannes GELITA Symposium 2016 Applications International Saving historic forum [10] photos [11] [2] Interview Interview with Michael Teppner, Global VP Marketing & Communication “GELITA stands for a perceived promise” What makes a successful brand? How does it manage to distinguish itself from other brands? And what does all this have to do with emotions? Michael Teppner, Global VP Marketing & Communication explains what is special about the GELITA brand and how the company supports customers in being successful themselves. [3] [3] Interview “We work hard to discover how customer and consumer trends are developing.” Mr Teppner, why does a world Has the role of emotions in B2B marketing with regard to collagen peptides – are using market leader such as GELITA require a changed? ingredient branding. corporate film, especially since you mention Absolutely. In the past, the focus was almost no facts and figures whatsoever in it? exclusively on technical performance. I call Image and brand development arise from the this “technical data-sheet marketing”. For a perception of that which is experienced, i.e. long time in our industry, this meant: The by emotions. Emotions are the result of what customer defines what he or she wants, and we promise and, more importantly, of what we supply the gelatine. But today, through the we do. The products our customers manufac- numerous areas of application and continuous ture with our gelatines or collagen peptides, from fruit gummies and food supplements to drug capsules, “There is a clear focus on are usually related to enjoyment, lifestyle, and quality of life. For this customer benefits.” reason, we wanted to show that we can support our customers with our products in a way that reflects our motto development, we support customers much “Improving quality of life”. The fact that the more with product development. Suppliers style of the video deviates from the norm in are expected to think holistically and offer the B2B sector is in accordance with our complex solutions. We are the specialists for You are active on Facebook, LinkedIn, perception of ourselves as a pioneer. We want gelatine and collagen peptides and their YouTube and Twitter. How is the response? to do things differently and better. A film can applications in the most varied of systems. We use Twitter almost exclusively for the transport more emotions than other media. We combine this know-how with that of our press. Facebook we use very selectively and customers to the fullest possible advantage. differently according to each region, for example, in supporting the launch of beauty What does that mean in concrete terms? products with our peptide VERISOL® in Brazil. There is a clear focus on customer benefits. LinkedIn and YouTube are also important for us. This can mean that we help to improve our At LinkedIn, we can communicate in a more customers’ production processes. Or we offer focused way with the network of professionals, something that assists in marketing their and our YouTube Channel is very popular as products. These are subjects where the bene- we offer a wide variety of informative con- fits of gelatine as a pure, natural food with no tent there. In our B2B environment, we play E-numbers can be used, for example, with a pioneering role here. “clean” or “clear” labelling, or health matters, as is the case with collagen peptides. Here, With social media, you give away the control our ingredients provide the products with a of your communications to some degree. fundamental benefit. If a customer wants to Doesn’t this pose a threat? manufacture a product for joints, for example, I can’t detect any loss of control. Today we he or she inevitably encounters FORTIGEL®. are only exposed to more anonymous com- The type of product is decided at a later date. ments. GELITA conducted a very extensive The feedback from our customers, by the way, Or take NOVOTEC®. Here we have an objective analysis of gelatine and collagen peptides on has also been very positive. We often hear that technical benefit. This is complemented by the Internet and in social media. According to they were not aware of all the possibilities the attention-grabbing environmental aspect, this study, there are no significant resent- offered by our products and that this now which results from replacing petroleum with ments towards these products worldwide. gives them new options. This is much more proteins. We have to communicate this advan- If anything, the opposite is true. Unfortunately important to us than the prizes we won for tage accordingly. Furthermore, we are seeing it is the case in almost all media today that the film. that more and more customers – particularly some stakeholders act in an extremely loud [4] Michael Teppner Global VP Marketing & Communication all peptides have the same effect. But on the other, so that our customers also have sound arguments if they are required by regulatory authorities, for example. To what extent do your customers benefit from these marketing activities? We are increasingly addressing final consumers with relevant topics. This includes, for example, all the delicious dishes you can create with and attention-getting way, which gives the There are new trends continuously. What gelatine, or the health aspects of our collagen impression that this is the general opinion. is GELITA doing to anticipate changes at peptides. This contributes positively to our I think it is very important to look more closely an early stage? image, but also assists our customers in here and ascertain whether what is said and We concern ourselves extensively with new marketing their products. GELITA also works real behavior actually match. developments, trends and potential new on an individual basis with some customers. markets or areas of application. We consider With collagen peptides in particular, there is What makes the GELITA brand so special? whether these could affect our products or frequently a demand for ingredient-branding Our fundamental philosophy is to supply a those of our customers, but also whether in order to differentiate a product from total package of quality, reliability, service they provide new opportunities, of course. that of the competition. In such cases, we and innovation throughout the world. This is In this way, we can participate and support may provide support with ingredient-PR in what the GELITA brand stands for. We are also our customers. Take, for example, the mega regional markets. in the fortunate position that our company trend of “healthy aging”. We are conducting and brand names are almost identical. We are intensive research to find out more about What potential do GELITA products offer? First of all: Gelatine and collagen peptides consist of pure collagen. Our products are foodstuffs in themselves that have no “If you do all in your power to be perceived E-numbers, are completely natural, and are as you want to be, then you are doing everything the only non-allergenic proteins. This makes them the ideal ingredient for many foods. right with your brand.” The human body is composed of water and several hundred proteins. With 30 %, collagen has the highest proportion. This gives us the specialist, and live from collagen and for consumers’ motivations, carrying out surveys confidence that this natural product, which collagen proteins. We show this clearly and on beauty and wellness, and performing is compatible with the body, still offers proudly. It is, however, important that our numerous focus group interviews. We have enormous potential. daily actions reflect the above values in all questioned end users of different ages in areas. Then we are perceived as a strong and focus groups on the subjects of “body toning/ trustworthy brand. “GELITA” appears on all forming” and sarcopenia in several countries our products because we are able to make with very interesting results. We pass on such Michael Teppner has been working at this promise.
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